The market for digital advertising is in full swing. In 2017, the budget reduction for Procter & Gamble and Unilever, traditionally companies that spend a lot of money on advertising, is remarkable in this area. Due to all developments in the field of communication, technologies for media targeting and measurements of the return on investment, 2018 will again be busy, but a fascinating year for marketers.
This is evident from the research report ‘Media & Digital Productions 2018’ by Kantar Millward Brown. With this tenth annual report, the research and branding consultancy provides marketers with the latest insights in the field of media and digital marketing.
Brands will approach consumers with new forms of communication
Brands embrace storytelling, explore innovative ways to entertain their target audience and increasingly experiment with voice-activated marketing. These new forms of communication all bring their own challenges in the area of measurement.
Advertisers take the story as a starting point. Marketers will approach consumers less via regular advertising and advertising campaigns. They look for new and inspiring ways to tell their brand story via content.
Branded entertainment gets more and more podium. More and more brands use film to present their message in an entertaining way.
Voice will accelerate the use of smart devices. It is expected that the introduction of voice control will stimulate and accelerate the use of connected devices by the consumer. Manufacturers must then first remove the dividing line between the devices.
Brands distribute budget more across the marketing mix
Many brands have doubted about investing in digital advertising in the last year. In 2018 we will see a greater focus on an integrated media mix, which also clearly has a role for digital. This coincides with a somewhat more moderate view on measuring and optimizing. ROI is increasingly seen as a tool to adjust and less as an end in itself.
Cross-media is the issue in digital advertising. In the past year, advertisers started asking more and more questions about investing in digital. They wondered what the impact of digital advertising really is. In 2018 it goes a step further. Advertisers will start asking questions about the role that digital plays within the entire media ecosystem. Media agencies, publishers and researchers have to formulate a good answer to these questions.
In media ROI it is more and more about the journey. In 2018, real media ROI is becoming a fast and continuous journey, in which creation (all content, not just ads) and media (all partnerships, not just purchasing) increasingly cooperate, with the common goal of continually improving sales and brand utterances.
Digital advertising must prove more effective
“The biggest challenge for digital advertising is to prove its effectiveness,” says Hugo Schurink, director of strategic client growth at Kantar Millward Brown. “Marketers want to know exactly what their investments in digital production.
Not surprising, since currently, more than 30 percent of the global budgets go up. It is up to the media and research sector to come up with an answer. Measuring over-the-top is probably the only way to arrive at the ideal media research, in which the perfect information is not only collected across all screens and touchpoints but is also shared in real-time.
Although this is still future music, in 2018 we are taking a big step forward in integrating various forms of passive OTT media and advertising data into the measurement frameworks of tomorrow. “